MARK 4600S- Final Exam Guide - Comprehensive Notes for the exam ( 69 pages long!)
28 Mar 2018
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Mark 4600 test 1: 2008 recession changed dining habits cheaper dining-out. Role of brand image consumer perspective: reduces search time don"t have to evaluate many brands, helpful when unfamiliar or little experience, provides psychological reinforcement, provides social acceptance. Mark 4600 test 1: extension of feelings and image to new products. Step 4: changing a brand image: most difficult may be impossible (slow, tedious process, necessary when target market declines (lower sales) or product no longer matches industry trends. Mark 4600 test 1: requires more than advertising, begin internally then move outward (employees must see change, believe it and then convey it in every contact the company makes) Mark 4600 test 1: ultimate objective, consumers only purchase that brand regardless of effort, drivers of brand loyalty are an emotional connection and value, consumer experience, goes beyond functional attributes. J. c. penney offers 30+ private labels: tactics used to combat private labels (by manufacturer/national brands, focus on core brands.
